Greenway Chambers: making 40 barristers easier to find and assess

The brief

Greenway Chambers brought together around 40 highly accomplished barristers with expertise spanning commercial disputes, construction and infrastructure, employment, inquests and inquiries, insurance and other areas of law.

But despite many of its barristers being recognised among Sydney's best, its' website didn't make the depth or shape of that expertise readily visible. The chambers was described in broad terms, barrister profiles varied considerably and useful articles sat apart from the practice areas and people they could help establish.

For a solicitor deciding who to brief, the site needed to answer four questions quickly: does Greenway have genuine depth in this area, which barristers are relevant, why should I consider them and what evidence supports that choice?

Our brief was to develop the messaging and content strategy, reorganise how the chambers presented its expertise and write the website copy.

Finding the collective story

Greenway Chmabers was a diverse practice with barristers from different backgrounds. Many of the barristers had clients who were solicitors at top tier global law firms, as well as large independent commercial and boutique firms. They wanted the language and positioning of their site to reflect this reality. Hoerber, a barristers’ chambers is not a conventional business. Its members practise independently, have different specialisations and reputations, and quite properly want their individual expertise represented accurately. The challenge was to give Greenway a clear collective identity without pretending its members were interchangeable.

We reviewed the existing site, interviewed the barristers themselves and examined how leading Australian and international chambers presented themselves. The strategy identified the audiences Greenway most needed to reach, the practice areas in which it could demonstrate real depth and the qualities that distinguished it from other chambers.

The resulting position combined legal expertise with commercial judgement, modernity and diversity: a chambers equipped for the modern commercial world, whose barristers were as comfortable understanding the pressures around a dispute as arguing it in court.

Building the site around expertise

We recommended dedicated landing pages for Greenway’s principal practice areas. Each page would explain the chambers’ experience and point of difference, identify the relevant barristers and connect them with cases, articles, seminars and other evidence of expertise.

This turned the website from a collection of biographies into a connected body of authority. A solicitor could enter through a legal problem, assess Greenway’s collective capability, examine the barristers practising in that field and then follow the evidence behind each person’s experience and thinking.

We also developed the recurring Why Greenway? proposition used across the practice pages, giving the chambers a consistent way to articulate the qualities that applied across its otherwise varied membership.

Turning 40 CVs into useful profiles

Profiles were central to the project because the individual barrister is ultimately what an instructing solicitor is choosing.

We created a common profile structure and briefing questionnaire, then worked through the chambers member by member. The profiles led with the barrister’s areas of expertise and made relevant clients, matters, court experience, recognition, publications and professional interests easier to find and assess.

Managing input from around 40 independent experts required its own editorial system: one agreed strategy, one profile framework, structured questions and central control of voice and structure. Barristers could correct facts and technical detail without every profile reverting to a different style or becoming an unedited CV.

The result

Greenway gained a website that presented the chambers as more than a list of individual barristers. It showed where the collective had depth, made each member’s expertise easier to understand and connected claims about capability with cases, credentials and published thinking.

The clearest demonstration is the way the content works together. A practice page such as Building & Construction brings together Greenway’s position in the field, the relevant barristers, recent thinking, CPD material and the common reasons for briefing the chambers. An individual profile such as Adam Casselden SC’s connects areas of practice with client experience, notable matters and published content.

The project pre-dated public generative AI. But the principles behind it matter even more now: make expertise understandable, support it with evidence, publish useful thinking and organise it so that both people and machines can find the connections.